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00 MakBus prels.qxd 22/01/2009 15:04 Page iv Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and author cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or the author. First published in Great Britain and the United States in 2009 by Kogan Page Limited Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road London N1 9JN United Kingdom www.koganpage.com 525 South 4th Street, #241 Philadelphia PA 19147 USA © Alison Branagan, 2009 © Tim Bradford (illustrations) 2009 The right of Alison Branagan to be identified as the author of this work has been asserted by her in accordance with the Copyright, Designs and Patents Act 1988. ISBN 978 0 7494 5486 9 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Typeset by Saxon Graphics Ltd, Derby Printed and bound in India by Replika Press Pvt Ltd 00 MakBus prels.qxd 22/01/2009 15:04 Page v Contents About the author viii Foreword ix Acknowledgements x Introduction 1 1. What is enterprise? Business knowledge versus enterprise skills What are enterprise skills? 4 5 7 2. Understanding risk Judging risk How to analyse risk 10 11 12 3. Managing enterprising minds Managing a team-enterprise Team-enterprise and risk management Minimizing the risk of failure 18 19 20 21 4. How to focus How do you gain focus? Vision Goals Achieving team goals 25 26 29 31 34 5. The importance of networking Why network? Social networks Beyond the comfort zone How to network 38 40 42 46 48 00 MakBus prels.qxd vi 22/01/2009 15:04 Page vi Contents 6. Knowing your customer Who is your customer? Develop an inquiring mind Understanding the mind of customers Value to the customer 55 56 57 60 62 7. How to sell The sales process How to structure a sales pitch Practical things to think about Customer not happy? 67 67 69 71 73 8. Managing time wisely How time is used Valuing time The business cake theory Seven segments of business time 79 81 82 83 87 9. Legal and ethical matters Crime Ethics Risks and insurance Intellectual and industrial property Contracts Other important laws Tax 94 96 97 99 100 104 105 107 10. How to present yourself Seven steps to successful presentation Improving daily communication 111 111 121 11. Negotiation Preparation Principles Tactics Presentation Seven steps to successful negotiation 125 127 128 131 134 136 12. Keeping positive Mindset Environment Dealing with rejection Cultivating a positive mindset 145 145 146 149 149 00 MakBus prels.qxd 22/01/2009 15:04<